Overview
#043 – Dr. Elizabeth Goins is a leading communication expert specializing in executive coaching, consulting, and training worldwide. Her highlights include a Ph.D. in Organizational Communication & Technology from The University of Texas at Austin, researching narratives for complex tech, regulations, and policies in oil and gas. She advanced via a post-doc at a cybersecurity think tank, translating engineering research for political and public audiences. With 4,000+ coaching hours, 10 years teaching, and 400+ trainings, including Rhetoric of Oil and Leadership Coaching at undergrad/MBA levels, she advises on strategic messaging, energy policy, and stakeholder engagement.
Today, we explored her Pineapple Strategies work, empowering security professionals in storytelling, executive presence, and AI-era adaptation.
Connect with Dr. Elizabeth Goins:
Professional Website: https://pineapplestrategies.com/
LinkedIn: https://www.linkedin.com/in/elizabeth-goins-phd-b4748016/
Highlights from This Episode
- Technical professionals often prioritize logic over emotion; balance appeals to ethos, pathos, and logos for more persuasive communication.
- Start with the answer, not the methodology, especially when briefing senior executives who value brevity over exhaustive details.
- Analyze and segment your audience: Tailor messages to their needs, expectations, and decision-making power for greater influence.
- Executive presence stems from observable behaviors like open body language, intentional gestures, and confident vocal delivery, signaling comfort and credibility.
- Storytelling activates the brain more effectively than facts alone, making arguments up to 22 times more persuasive; structure anecdotes with context, examples, and clear calls to action.
- Mirror communication styles, verbal, nonverbal, or written, to build rapport and trust, even in high-stakes scenarios like negotiations.
- Foster team communication cultures by clarifying personal styles, encouraging psychological safety, and adapting practices (e.g., off-camera meetings for introverts) to boost engagement.
Memorable Quotes:
- “Analyze your audience. Think about what they want to hear, what they expect, want and need from you, not just what you want to say.”
- “Communication skills are muscle memory skills… Most of us have to really put the time in like going to the gym.”
- “Stories can actually move us to action… They give you context. They help you relate to what you’re hearing.”
- “You can all get better at communication. It is a learned skill that you can practice and get better at over time.”
- “Never give a presentation you wouldn’t want to sit through yourself.”
- “If you’re not sure, mirror your boss’s communication style, even if it feels weird.”
RESOURCES MENTIONED
- Executive presence: https://hbr.org/2024/01/the-new-rules-of-executive-presence
- Leadership style: https://hbr.org/2020/11/how-to-develop-your-leadership-style
- Building trust: https://journals.sagepub.com/doi/abs/10.1177/23294884221080933
- Giving better presentations: https://www.duarte.com/blog/make-a-presentation/
- Udemy course: Write Like a Boss: Master Your Business Writing Communication Skills
- Books referenced: Winning the Story Wars by Jonah Sachs; Never Split the Difference by Chris Voss
- Nancy Duarte’s presentation principles (e.g., from her works on visual storytelling)
Related Episodes
- Intro / About the Show
- Creating Your Own Path in National Security
- Big Ideas in Corporate Security
- How to Be a Remarkable Student of Security
- Texas Night & Career Principles
- Security Leadership: Integrity & Serving
- Shaping Your Role in Security
- Storytelling & Presence for Security Leaders
- Mastering Security Excellence
